Facebook has been a wonderful tool for small business owners to actively promote their business online and engage with potential and existing customers. However if you've been actively promoting your business on Facebook, you'll have noticed a sharp decline in your Facebook organic reach. That is, your posts are no longer reaching the same volume of users as before, no matter how often you post.
Why is there a decline?
With changes to Facebook's News Feed algorithm, you're now facing increased competition to get your content in front of your fans. And let's face it Facebook does not want you to reach all your audience free of charge. They want you to pay for Facebook ads in order to boost your posts reach.
As you can see from the latest revenue report – Facebook revenues, the majority of which comes from advertising, have jumped from $764m in 2009 to $17.08bn six years later. Not bad growth, eh?
We know that Facebook’s algorithm is very similar to Google’s search algorithm: no one knows exactly how it works and what metrics the algorithm takes into account. BTW this is not surprising, given that a significant proportion of Google’s engineers jumped ship over to Facebook.
According to Facebook’s VP Advertising Technology, Brian Boland, "competition in News Feed is increasing, and is becoming harder for any story to gain exposure in News Feed. News Feed is designed to show the content that's most relevant... We want to offer people a better, more engaging experience on Facebook."
So we know that relevancy is now critical if your content is to cut through all the clutter. And the algorithm gives priority ranking not only to relevant content, but to high quality, relevant content.
But what is Facebook's definition of high quality content? According to Varun Karcholia, the top tips are:
• Make your posts timely and relevant
• Build credibility and trust with your audience
• Ask yourself, "Would people share this with their friends or recommend it to others?"
• Think about, "Would my audience want to see this in their News Feeds?"
So, How Do I Improve My Facebook Business Page's Organic Reach?
There is no magic formula to instantly increase your organic reach on Facebook. However, the above tips should help you move in the right direction, as long as you're consistent and see improved interaction and engagement rates from your audience. Keep at it. Remember your posts must be relevant *and* of high quality and you’ll gradually increase your organic reach.
As always get in touch if you've any questions, or need help with any of the above. Good luck!
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